WRIST WATCHES: KARVA CHAUTH

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Released:	October 2007
Advertiser:	Титан
Brand name:	WRIST WATCHES
Agency:	Big 92.7 Fm
Country:	INDIA
Category:	Clothing, Footwear, Accessories
Tags:	Mumbai

Credits:

Advertising Agency: BIG 92.7 FM, INDIA, Mumbai
Creative Director: Nirupam Sonu
Director: Dheeraj Kumar
Sound Engineer: Jeffrey Marcedo


Script in English
FVO: (Singing) Don't cut anything, don't spin anything
Don't wake up anyone,don't try to make up with someone who is upset
Don't put thread into a needle
Listen to me O beloved brother's sister
Drink water once moon is out in the sky

ANN: This Karva Chauth, gift your wife a timeless bond of love, Titan Watch.
Titan, for the timeless bond of love.
Script in Orginal Language
FVO: (Singing) Kaati na kateri na
Chung cha charakhda feri na
Suttda jagaavin na
Ruthda manaavi na
Sui cha dhaaga paavin na
Sun veer pyari bhena
Chan chade te paani peena

ANN: This Karva Chauth, gift your wife a timeless bond of love, Titan Watch.
Titan, for the timeless bond of love.
Brief Explanation
An Indian married woman singing traditional lyrics of Karva Chauth to the mnemonic of the watch brand, Titan (Karva Chauth is a one day fast for the well being of the husband).

Karva Chauth, an introduction: Celebrated mostly by North Indian Women, the one-day fast which ensures the well-being, prosperity and longevity of their husbands is called Karva Chauth. In spite of being one of the toughest fasts, Karva Chauth is always looked forward to, and is welcomed by, married woman with great fervour. One of the reasons behind this joy and happiness is the golden chance of receiving expensive and beautiful gifts from their husbands and relatives. During the rituals, women recite some lines to each other which convey dos & don'ts for the day of the fast.

The watch brand, Titan: 50% of Titan Watches sales come from its gifting business. Also, Titan’s memorable melody is a popular aural mnemonic for Titan. People remember it fondly, associating it instantly with the watch brand.

Idea to sell Titan Watches on Karva Chauth: To use the occasion of Karva Chauth for selling Titan Watches as a gift, we have blended the traditional lyrics ('dos & don'ts' for the fast) and Titan’s tune to convey that this Karva Chauth, her desire for a gift is a Titan Watch. Indeed, the folk lyrics sung to the Titan melody convey very effectively that this Karva Chauth the gift for her has to be a Titan Watch only.

Production & Execution: The translation of the lyrics will not help as they are tradition-specific but the execution suggests the strong desire of a woman for having a Titan Watch as a Karva Chauth gift. Also, the breaths are not taken from the singing and bangle sounds are added to keep it very natural. The traditional lyrics are never heard, written or seen in any other media in India, and are explored for the first time on radio by Titan, to make women sing them to Titan's melody on every Karva Chauth!